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June 8, 2026Episode 58045 min
Graphic Sales: How to Build a Prospecting Playbook With Peter Cleary and Tom Stearns
What this episode is about
Most salespeople are pointed at targets without being taught to think about them. That gap — between knowing who to call and understanding why it matters — is what Peter Cleary and Tom Stearns set out to close with their book Graphic Sales: How to Build a Prospecting Playbook.
The book is unusual. It teaches through illustrated comic strips drawn from real sales disasters, using the Aesop's Fables principle: story first, lesson second. The goal isn't to lecture. It's to help salespeople recognise themselves, laugh at the madness, and do the work better.
What Marcus, Peter, and Tom cover
Ideal Customer Profile as a foundation — not a filter. The ICP chapter opens the book because everything else depends on it. ICP isn't just demographic targeting. It's understanding the four to six data attributes that signal your solution is genuinely right for a specific buyer — and then thinking critically about what those signals mean in context.
Why AI won't solve poor prospecting judgement. Tom shares a cautionary story: he built an AI-assisted prospecting tool for a team, fed it the right signals, and watched conversion rates fall. The problem wasn't the data. It was that automating the research broke the reps' critical thinking. They stopped trusting the information because they hadn't processed it themselves. They started dialling without thinking. Conversion rates recovered only when the reps were given time to verify and reason about the signals themselves.
Pre-call planning is a non-negotiable. Hundreds of touchpoints go into booking a meeting. Showing up without reviewing the notes, researching the company, and forming a hypothesis is a dereliction of the role — not just poor practice.
The post-call debrief most organisations never do. Standardised post-call analysis is almost universally absent. Marcus describes his red-teaming process: everyone hears the call, debriefs individually, and lessons feed directly into the next pre-call plan. It's how losses become assets rather than embarrassments.
Multi-threading vs single-contact selling. SDRs are frequently incentivised to book a meeting with one person and move on. The result is account executives walking into rooms they don't understand, recapping conversations the buyer has already had. Tom and Peter describe pod structures where SDRs and AEs share long-term account ownership — so the knowledge doesn't evaporate at handoff.
Meeting buyers where they actually are. Marcus introduces a staged buying journey framework — from centre of dissatisfaction through passive and active looking, to deciding — and maps this against persona data. A buyer who started a new role four weeks ago is in a different conversation than one who looks like they're planning their next move. Timing, relevance, and personal value determine whether a rep gets championed internally.
Honesty, pipeline integrity, and what managers actually owe their organisations. Tom shares a pipeline audit story where redefining stage criteria caused the pipeline to drop by two-thirds — and the leadership committee was relieved. Peter and Marcus discuss the cultural cost of managers who manage upwards rather than telling the truth to the people who need to act on it.
Key quotes from the episode
Marcus: "Haste is different from speed. Most people prospect with haste."
Tom: "I don't even care about your product in the first week of onboarding. We're going to focus entirely on your buyer's world."
Marcus: "Buyers don't hate being sold to. They hate being sold to badly. And more often than not, the problem isn't laziness or stupidity — it's lack of self-awareness."
About the book
Graphic Sales: How to Build a Prospecting Playbook by Peter Cleary and Tom Sterns. Available at all good bookstores.
About The Inquisitor Podcast
Hosted by Marcus Cauchi. Produced by Principled Selling. The show examines what commercial dysfunction actually looks like from the inside — and what honest, buyer-centred selling requires.
June 1, 2026Episode 57948 min
Why Isn't ChatGPT Recommending My Business? - with Matt Gaskin
In this episode of The Inquisitor Podcast, Marcus speaks with returning guest Matt Gaskin about a shift most businesses still haven’t recognised properly:
AI search is changing how buyers discover and evaluate suppliers.
Matt argues that your website is no longer just a marketing brochure. It is now a trust and credibility signal for AI systems like OpenAI’s ChatGPT, Google Gemini, xAI Grok, and Perplexity AI.
The conversation began after Matt shut down his Google and Facebook ads because they generated huge amounts of noise, poor-fit enquiries, and almost no conversions. That forced him to ask a difficult question:
“If a real buyer asked AI who to recommend in my market, would my business even appear?”
The answer was no.
What followed was a six-month investigation into how AI systems evaluate businesses online, what creates trust signals, and why many websites unintentionally confuse both buyers and AI models.
Marcus and Matt explore:
Why visibility and recommendation are not the same thing
How unclear messaging creates “entity drift” and confuses AI systems
Why FAQs, buyer answers, case studies and authority signals matter more than flashy design
The risks of generic “we serve everyone” positioning
How businesses accidentally train AI to attract the wrong customers
Why many websites are still built for Google’s old SEO model rather than AI recommendation engines
The hidden technical and strategic problems that stop businesses appearing in AI-generated shortlists
What founders, sales leaders and marketers should audit immediately
Matt also explains why smaller specialist firms can still outperform larger competitors in AI search by being clearer, more specific, and more useful.
This is not a conversation about gaming algorithms.
It is a conversation about clarity, trust, buyer intent, and whether your digital presence genuinely reflects the value your business provides.
If you suspect your marketing generates activity but not meaningful opportunities, this episode will probably make you uncomfortable in all the right ways.
connect with Matt Matt Gaskin | LinkedIn
connect with Marcus Marcus Cauchi | LinkedIn
May 25, 2026Episode 57850 min
Why Private Equity Accountability Is In Crisis - Jay Weiser's Expert Guide to Reform and Solutions
In this episode, Jay Weiser joins the podcast to discuss the "accountability crisis" in Private Equity (PE). They explore a common, costly cycle: boards replacing CEOs or CROs when performance dips, only to realize later that the underlying system, not the individual leader, was the true constraint. Jay shares insights on how boards can move beyond "theatrics" and "polished dashboards" to identify fragile revenue, align incentives, and foster a culture of "brains-in" engagement.
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Key Takeaways
The Visibility Trap: Leaders are often replaced because they are the most visible element of a company; however, the invisible systems—how decisions are made, how information flows, and how incentives are aligned—are what truly dictate results.
The High Cost of Churn: Repeatedly swapping out C-suite leaders leads to extended hold periods and significant loss of enterprise value
Information Friction: By the time data reaches the board, it has often been polished, filtered, and aggregated to the point that critical signals of failure (like high churn or poor sales quality) are hidden
Revenue Quality vs. Volume: Not all revenue is created equal. "Fragile revenue" from customers who are a poor fit for operations or customer success erodes multiples and makes exit stories harder to defend.
The Power of Shared Ownership: Jay highlights the "Ownership Works" model, where creating a broad-based employee ownership pool can improve culture, reduce turnover, and increase exit multiples by as much as 1.5 times.
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Actionable Questions for Boards & Leaders
To move from "passive oversight" to "active insight," Jay and Marcus suggest asking these uncomfortable but necessary questions:
Would this deal survive diligence? If a buyer knew exactly what was "under the hood" regarding customer satisfaction and operational hurdles, would they still buy?
Is the customer actually using the product? Don't just look at sales volume; look at activation, adoption, and time-to-value.
What did we learn this week that makes our plan less certain? Reward the people who raise risks early rather than those who try to "rescue" a failing deal at the last minute.
Are we "prosecuting the person" or the "argument"? Ensure the culture allows for constructive challenge without individuals feeling attacked or silenced.
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Leading Indicators to Watch
Customer Activation/Adoption Rates: Are they sporadic or consistent
Time to Value: How long does it take for a customer to report they received the value they intended?
Incentive Alignment: Are salespeople paid for volume alone, or is compensation tied to customer duration and team success?
The "So What" Test: Does the information in the board pack actually inform a decision, or is it just "history" you can't act on?
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Featured Quotes
"If you're swapping out the leader, but the system stays the same, you're going to get the results that the system allows to be produced." — Jay Weiser
"Boards don't make bad decisions because they're stupid. They make bad decisions because confidence in the story outruns the evidence." — Marcus Cauchi
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Connect with Jay Weiser
LinkedIn: Jay Weiser
Email: jay@jayweiser.com
Website: Uncover. Unlock. Unleash.℠ Growth and Value | Jay Weiser Consulting
Marcus Cauchi's Closing Advice: Before you back the next plan, test the evidence behind it. If you want to know where value is fragile or real, reach out for a five-day evidence check.
May 19, 2026Episode 57753 min
Reed Nyffeler on Leadership, Legacy, and the Long Game
Most leaders say they're playing the long game. Their decisions tell a different story.
In this episode, Marcus Cauchi sits down with Reed Nyffeler — entrepreneur, operator, franchise builder, and author of Lead Exponentially — for an honest conversation about the structural and psychological forces that keep leaders trapped in short-term thinking, even when they know better.
Reed has spent 20 years building businesses across the security and franchising industries, scaling through other leaders rather than despite them. He's also made the mistakes worth learning from — keeping underperformers too long, needing outside capital, and watching what happens when ego replaces judgment.
This conversation goes well beyond the usual leadership content. Marcus and Reed dig into ego as a performance constraint, the mechanics of trust (and its measurable absence), what distinguishes stewardship from control, and how organisations systematically destroy value while believing they're protecting it.
What You'll Hear in This Episode
The vacation vs. the lunchtime decision Reed's analogy for why most leaders run their businesses like a hungry person looking for the nearest restaurant — rather than someone planning a trip to a destination they've already chosen.
The four mental positions leaders occupy Wrong and alone. Right and alone. Wrong together. Right together. Why "right and alone" is more dangerous than it sounds, and what it does to leadership judgment.
Conflict avoidance as structural risk The difference between conflict worth having and conflict not worth the effort — and what happens when leaders consistently confuse the two. Reed's road infrastructure analogy is one of the cleaner illustrations of compounding organisational dysfunction you'll hear.
What pressure actually reveals Under pressure, most leaders revert to protecting their ego rather than making the right call. Marcus connects this directly to the mechanics of sales forecasting — the commit culture fiction, CRM as seller-centric fantasy, and the 90% of committed deals that don't close when or how anyone said they would.
The extraction problem Where growth stops being about value creation and becomes about value extraction — from customers, from staff, from the brand itself. Southwest Airlines and Patagonia as case studies in opposite directions.
Trust as a measurable asset Marcus has spent seven years working out how to measure trust. Reed has spent 20 years building businesses on it. The questions they both agree matter: Do people believe in your judgment? Do you do what you said? Do people feel safe telling you the truth? Do they believe you care more about the right outcome than protecting yourself?
Outside capital and how to enter it wisely Reed needed outside capital — he didn't want it. What he did differently was enter with a clear exit plan and structure financing that let him grow faster as an asset than the capital was growing as a claim. Practical thinking for anyone considering investor relationships.
Stewardship vs. control vs. consumption Three distinct leadership orientations. The consumer takes resources. The controller distributes them on their terms. The steward creates more. Reed's cookies analogy is the simplest version of this distinction you'll find anywhere.
What leaders miss when developing other leaders The difference between directing and developing. Why telling people what to do creates followers, not leaders — and why the "why" and "how" have to come first.
Referenced in This Episode
Lead Exponentially — Reed Nyffeler
Transform Through Purpose — Reed Nyffeler
Brand New (forthcoming, summer 2026) — Reed Nyffeler
Southwest Airlines, Chick-fil-A, Apple, Patagonia, Amazon, Google — as case studies in differentiation, drift, and durable brand building
Steve Jobs / BlackBerry — on designing the product customers don't yet know they want
Oracle mass layoffs — on value extraction vs. value creation
Martin Luther King Jr. — on credibility earned through action, not instruction
Key Takeaways
Leaders are governed by emotion when they should be governed by outcome. Asking "what does the business need?" rather than "what do I want to do?" is a discipline, not a personality trait.
Ego is only ever satisfied in the short term. Any decision made primarily to protect perception — in a forecast, a performance conversation, or a customer relationship — is a decision borrowed against the future.
Trust has a measurable absence. You may not be able to put a precise number on it, but you can watch it leave through customer attrition, underperformance tolerance, and a culture where it's safer to massage the numbers than tell the truth.
Stewardship means creating more opportunity, not distributing a fixed amount of it. The franchise model either extracts from its franchisees or invests in them. The same is true of any organisation at every level.
May 18, 2026Episode 57654 min
From Farm Boy to Financially Free: Ron Kmetovicz on Multiple Revenue Streams, Ghost Accounts, and Why Your Emotions Are Your Biggest Market Risk
What if financial independence isn't a number — it's a system?
In this episode, Marcus sits down with Ron Kmetovicz — engineer, entrepreneur, and author of Ghost Money the Book — to dig into what financial independence actually looks like, why most people sabotage themselves before the market gets a chance to, and the deceptively simple strategy Ron has used across three generations of his family.
At 78, Ron has weathered the dot-com crash, multiple market corrections, and decades of financial noise. His verdict? The strategy is simpler than the finance industry wants you to believe — and the biggest risk isn't the market. It's you.
What We Cover
Redefining financial independence — why it's not a number ($2 million, $5 million) but a structure: multiple revenue streams that don't all depend on the same thing
The ghost account — Ron's core concept: a separate savings vehicle you start building in your teens, contribute to consistently, and largely ignore
When to start — why Ron targets 8th to 10th graders and what a 16-year-old saving 20% of a part-time wage can realistically accumulate before finishing high school
The 60/40 strategy — why a balanced fund (60% stocks, 40% bonds), consistently funded monthly, beats most active trading approaches over a lifetime
S&P 500 ETFs explained — what they are, why Ron recommends them for those who can tolerate volatility, and what the long-run return data actually shows
Why you shouldn't pick individual stocks — unless you have the mathematical and business training to do fundamental analysis, individual stock picking is a losing game
The dot-com crash as a case study — what happened to investors who bought at the peak, how long recovery took, and why those who stayed the course still came out ahead
Behaviours to abandon — Ron's frank take on the seven deadly sins as financial destroyers: greed, sloth, gluttony, lust, wrath, envy, and pride
Fear, panic, and missed opportunity — the emotional triad that drives people to sell at the bottom and buy into the bubble
Owning your home outright as a revenue stream — why Ron counts a mortgage-free home as a genuine component of financial independence
The equity release trap — who benefits when you unlock your home equity (hint: not you), and the generational wealth implications for millennials and Gen Z
What people are really chasing — the conversation gets honest about the difference between managing money and managing anxiety, status, and fear through money
Staying the course — why discipline, not strategy, is the variable that separates those who get there from those who don't
Key Takeaway
Financial independence isn't about hitting a magic number. It's about building multiple revenue streams — starting as early as possible, saving consistently, investing simply, and having the discipline to stay in when everything in you wants to get out.
Ghost Money: The Pathway to Financial Independence eBook : Kmetovicz, Ronald: Amazon.co.uk: Kindle Store
April 20, 2026Episode 57549 min
Andy Weins: The Words Your Sales Team Uses Are Costing You Deals
Most sales leaders invest in process, technology, and training. Almost none of them invest in the one lever that silently controls all three: the language their people use — out loud and in their own heads.
Andy Weins has spent 20+ years in the military as a mass resiliency trainer, built a business from scratch, and studied the neuroscience and psychology of how the words we choose wire our behaviour. In this episode, he and Marcus Cauchi go deep on the specific phrases that signal avoidance, underperformance, and self-sabotage, and the language patterns that drive ownership, execution, and results.
If you lead a sales team or run a company, this is not a soft conversation about mindfulness. It is a diagnostic tool. By the end, you will recognise the exact words your team uses when they are not going to close the deal, and you will know what to replace them with.
Why This Matters
Every sales team has what looks like a pipeline problem, a skills problem, or a market problem. Often it is a language problem in disguise.
When your salespeople say "I just wanted to follow up," they are signalling low value before they have even started. When they say "I should call that account," they are parking it indefinitely. When they say "we need more leads," they are frequently deflecting accountability for what they already have.
The language your team uses in CRM notes, forecast calls, and customer conversations is data. It tells you who is owning their number and who is performing learned helplessness. This episode gives you the framework to hear that signal clearly.
Key Themes and Takeaways
1. Blame, Excuse, and Denial: The Three Default Failure Modes
Andy opens with a concept drawn from Brené Brown's work on shame: when there is a gap between what we want and what we have, the brain defaults to one of three responses — blame, excuse, or denial — because they require the least cognitive effort.
In sales, this shows up as:
Blame: "The prospect went dark." "Marketing isn't generating quality leads." "The economy is tough."
Excuse: "I didn't have time to prep." "The deck wasn't ready."
Denial: "I didn't really want that account anyway."
The correction Andy offers is deceptively simple: ask "Where is my DNA in this?" Even if you are 1% responsible for a poor outcome, claiming that 1% shifts you from passenger to driver. For sales leaders running deal reviews, that question, where is your DNA in this?, is worth installing as a standard.
2. "Just" and "But": The Two Words That Kill Credibility Before You've Started
Marcus flags two words that most people use dozens of times a day without realising their cost:
"Just" — minimises what follows. "I'm just calling to check in" communicates low value, low confidence, and low intent. Andy's framing: just justifies the nonsense that's about to happen. Train your team to remove it entirely from outreach language. Not "I just wanted to reach out" — "I'm calling because..."
"But" — cancels everything before it. "Great work on that proposal, but..." means the compliment is noise. Two conflicting ideas, only one of which is true: the one that comes after but. In coaching conversations with reps, this matters. In customer conversations, it is fatal.
These are not stylistic preferences. They are trust and credibility signals that prospects and internal stakeholders pick up subconsciously.
3. The Difference Between a Desire and an Expectation — and Why It Determines Whether You Hit Target
Andy draws a sharp distinction that has direct application to how sales leaders manage their teams and how salespeople manage their customers:
An expectation is what you want from someone else. It sets you up for resentment, conflict, and passivity — because other people are not here to meet your expectations.
A desire is what you want. It is owned. It creates agency, because the question that follows is what are you willing to do to get it?
In sales management, the difference sounds like this:
Expectation: "My reps should be hitting 80% of quota by Q2."
Desire: "I want a team hitting 80% by Q2. What am I prepared to do to coach, structure, and resource them to get there?"
The second version puts you back in the problem. That is where leverage lives.
4. "Need" vs "Want": Why Needs Create Victims and Wants Create Agency
Drawing on Dan Sullivan's 10x Is Easier Than 2x, Andy argues that needs are a trap. When you say "I need a six-figure salary" or "we need more pipeline," you are constructing a prison: a world where survival is contingent on something outside your control, which justifies inaction when that thing doesn't arrive.
Wants work differently. "I want more pipeline" immediately opens the question: what are you willing to do to generate it? The conflict becomes internal — which want is greater, your want for comfort or your want for results? — and internal conflict is where growth happens.
For founders: audit the language in your strategy meetings. Count how many times need is used as a reason not to act rather than a prompt to act. It is a reliable indicator of where learned helplessness has taken root.
5. People Talk About Results to Justify Decisions They've Already Made
This is one of the episode's sharpest insights, and it maps directly onto how sales forecasts and pipeline reviews get distorted.
Andy's framing: the people who get funded on Dragons' Den are the ones who talk about the work — "we will take this influencer, they will post three times a week, that will reduce our customer acquisition cost by X" — not the ones who say "we'll increase sales and grow the business."
Watch for this in forecast calls. Reps who say "I'm going to close this at the end of the month" are describing a result. Reps who say "I have a confirmed call with economic buyer on Thursday, legal review is booked for the following week, and we've agreed the commercial terms" are describing work. The second rep knows what they're doing. The first is hoping.
Marcus extends this: the work is the reward. Not a soft point — a structural one. Fixating on the number makes you passive. Fixating on the three specific actions that produce the number makes you active. Build your pipeline reviews around activity and methodology, not outcomes, and the outcomes improve.
6. The Six Most Powerful Statements — A Framework for High-Performance Internal Dialogue
Andy's framework for replacing avoidance language with accountable language is built on six sentence-starters, used in sequence. For sales leaders, this is a coaching script and a self-assessment tool.
I am — Identity. Who are you as a seller, a leader, a professional? This sets the anchor. It also establishes boundaries: I am not going to take that approach is more powerful than I can't or I won't.
I can — Capability. Honest inventory of what is within reach. Not everything, but something. What can you actually do? In coaching conversations, this is where excuses go to die.
I feel — Emotional data. The body knows before the brain articulates. I feel uncomfortable with this account's timeline is information. Suppressing it is expensive. Andy's recommended construct: I feel [emotion] when [specific behaviour occurs]. Clean, ownable, actionable.
I know — Empirical grounding. Not assumption, not interpretation. What do you actually know versus what are you telling yourself? In sales, this is the difference between a forecast based on facts and one based on optimism.
I want — Stated desire. Now that you are grounded in reality, what do you actually want? This is where new thinking enters. It plants a direction.
I will — Commitment. A contract with yourself. Time-bound, specific, testable. This is where language stops being self-talk and becomes execution.
Run your 1:1s through this lens. What do you know about this deal? What do you want to happen? What will you do in the next 48 hours? That is a coaching conversation.
7. Should → Could → Can → Will: The Language Ladder That Turns Avoidance into Action
This is Andy's most immediately deployable tool for sales managers dealing with stalled activity, sandbagged pipeline, or reps who are busy without being productive.
Should — moralises and parks. "I should call that enterprise account" means it will not happen. It creates guilt without commitment. It is where people store things they have decided not to do.
Could — generates options. Crucially, Andy argues that you must start here with unlimited time, money, and resource. No constraints. Let the brain go wide. This is how you break out of small thinking. In team exercises, this is the brainstorm phase.
Can — grounds in reality. Take the expanded could list and ask: what can we actually do, given current constraints? You typically get more options than if you'd started with can directly — because could first opens more neural pathways.
Will — is the commitment. Specific. Time-bound. Testable. And Andy's observation from hundreds of workshops: the will is almost always a small, basic action that the person had been avoiding simply because they had never written it down.
For sales leaders: run this sequence on any stalled deal, underperforming territory, or strategic initiative that has been sitting in should for more than two weeks. It takes fifteen minutes and it moves things.
The Four Agreements Applied to Sales Leadership
Marcus frames the episode's second half around Don Miguel Ruiz's The Four Agreements and their antithesis — a framework that maps precisely onto how high-performing versus underperforming sales cultures operate:
Agreement
What it looks like in a strong sales culture
What the antithesis looks like in a broken one
Be impeccable with your word
Forecasts you can trust; commitments that stick
CRM noise; happy-ears forecasting; overpromising
Don't take anything personally
Reps who hear objections as information
Reps who go quiet after one rejection
Don't make assumptions
Proper discovery; testing hypotheses with buyers
Pitching to an assumed need without qualification
Always do your best
Consistent activity; incremental improvement
Effort contingent on mood or certainty of outcome
The antithesis that Marcus outlines is worth reading carefully as a diagnostic of cultural dysfunction: using language to protect yourself rather than communicate clearly; speaking to justify rather than clarify; making everything about yourself; filling information gaps with untested stories; and making effort conditional on comfort.
If that describes your forecast calls, your deal reviews, or your 1:1s, this episode is the starting point for changing it.
Reflect, Realise, Regulate: Why Acknowledging a Problem Is Not Step One
Andy challenges the received wisdom that acknowledgement is the first step. His model: reflection comes first.
Reflect — how did I show up? What is frustrating me? What brings me clarity? This is the diagnostic phase.
Realise — who are the right people to involve? What behaviours am I responsible for? What choices do I actually have?
Regulate — pick accordingly. Act from awareness, not reaction.
This has direct application for sales leaders managing underperformers. Jumping to the problem — "your close rate is 12% and the team average is 28%" — before the rep has reflected produces defensiveness, not accountability. Create the conditions for reflection first. The numbers become a shared investigation rather than a verdict.
The Start/Stop/Continue Framework and Where Sales Organisations Leave Most Value
Marcus closes with a direct provocation: if you audit the dead work, the rework, and the pointless activity that most sales organisations inflict on themselves, you can recover 60–80% of your working week.
The stop list is the highest-leverage intervention. Not because stopping things is easy, but because it creates the cognitive and calendar capacity to do the things that actually matter. Ask your team: what are you doing right now that if you stopped tomorrow, no one — including your customers — would notice?
That conversation, done honestly, is worth more than most sales methodologies.
A Five-Minute Exercise for You and Your Team
Name one should that has been sitting on your list for more than two months.
Generate five coulds — with no constraints.
Strip it to two or three cans — given actual resources and time.
Write one I will with a day and a time attached.
Identify the one word in your vocabulary you will remove this week to stop yourself wriggling out of it.
Do this in your next team meeting. Watch what surfaces.
About Andy Wines
Andy Wines is a fourth-generation entrepreneur, 20+ year US Army veteran, and mass resiliency trainer. He owns and operates a junk removal business and has built a speaking and consulting practice focused on the language of leadership and the psychology of performance. His first book, Words F**king Matter, identifies 13 phrases that are actively limiting performance. His second book, Stop Avoiding Your Numbers, is a guide to financial confidence for business owners.
Andy is available on LinkedIn — his phone number and email are public and he actively responds. You can also reach him at andyweins.com.
#sales leadership #sales team language #sales coaching #founder mindset #accountability in sales #B2B sales performance #sales productivity #sales culture #high performance sales teams #sales pipeline management #sales manager coaching #sales mindset
Chapter Markers
7 Truly Insightful Moments for Sales Leaders and Founders
Timestamp
Chapter Title
0:00
Intro — Why the Words Your Team Uses Are Your Biggest Revenue Leak
2:00
Blame, Excuse, Denial: The Three Ways Salespeople Avoid Accountability
3:29
"Just" and "But": Two Words That Destroy Credibility Before the Call Has Started
7:35
Desires vs Expectations: Why Sales Leaders Who Set Expectations Fail Their Teams
10:19
Talking About Results vs Doing the Work — How to Spot Who Will and Won't Close
20:27
The Six Most Powerful Statements: A Framework for Accountable Sales Conversations
41:43
Should → Could → Can → Will: The Language Ladder That Kills Pipeline Avoidance
45:00
The Stop List — Recovering 60–80% of Your Team's Week by Removing the Right Things
April 17, 2026Episode 57443 min
Ryan Berman - Risk to Relationship in B2B Sales, Procurement Strategy and Total Cost of Ownership
In this episode of The Inquisitor Podcast, Marcus Cauchi and Ryan Burman discuss procurement in B2B sales, buyer psychology, total cost of ownership, and how sales teams can build trust with procurement instead of fighting it.
The discussion reframes procurement as a risk management function rather than a price cutting function.
Ryan explains that successful sales teams focus less on persuasion and more on aligning with how procurement evaluates suppliers, especially around risk, reliability, and total cost of ownership.
This episode is relevant for sales leaders, account executives, and commercial teams working in complex B2B sales environments where procurement plays a key role in decision making.
Key Topics Covered
* Procurement in B2B sales and how it influences buying decisions
* Buyer psychology and how procurement evaluates supplier risk
* Total cost of ownership (TCO) vs ROI in procurement decisions
* Sales and procurement alignment in enterprise and mid-market deals
* How to build trust with procurement teams in B2B selling
* Why co-creation improves sales outcomes compared to traditional pitching
* Common sales mistakes when dealing with procurement teams
* How procurement manages risk, continuity, and supplier reliability Key
Takeaways
Procurement is focused on risk management
Procurement teams prioritise reducing operational and commercial risk, not just lowering costs.
Buyer decision making is driven by risk
Suppliers are evaluated on whether they reduce uncertainty or introduce it.
Total cost of ownership matters more than ROI
Procurement considers long-term costs including quality, supply chain stability, and maintenance.
Co-creation improves sales success Building solutions with procurement leads to stronger alignment and higher win rates.
Trust is the deciding factor Buyers prioritise predictability and reduced internal risk over lowest price.
Key Insight for Sales Teams
In B2B sales, every deal must satisfy three buyer needs:
* Functional, does the solution work
* Social, how it impacts internal stakeholders
* Emotional, whether it reduces personal and career risk
Ryan Burman is the founder of Pitch to Procure and creator of the First to Pitch methodology. He helps sales and procurement teams improve alignment, negotiation outcomes, and supplier relationships in complex B2B sales environments.
Key Quote “The first transaction is not the win. The first transaction is the test of trust. Pass that test and even if you don’t get a deal, you can get a customer for life.” Marcus Cauchi
Ryan Berman | LinkedIn
Marcus Cauchi | LinkedIn
March 31, 2026Episode 57353 min
Why 90% of Salespeople Think They're Trusted (And Only 30% Are) with Rowly Hirst
What does it actually mean to be a trusted adviser and, how would you know if you were one? Most customer-facing professionals believe they're trusted. Their customers largely disagree. That gap is the problem Rowly Hirst has spent his career trying to solve.
Rowly is CEO of Relate.US and the creator of Sandy, a generative AI analyst that measures trust in real time using the Maister-Green-Galford Trust Equation: Credibility + Reliability + Intimacy ÷ Self-Orientation. In this conversation, Marcus and Rowly go deep on what trust actually looks like in practice, why the most popular sales frameworks quietly destroy it, and what it takes to become a genuine ally rather than an accomplice, or worse, an adversary.
If you spend your days in complex, high-stakes conversations, this episode is for you.
What We Cover
Why trust is defined not by what someone says about you, but by what they do when they could stay vague, delay, or protect themselves, and choose not to
The difference between an ally, an accomplice, and an adversary in a sales relationship, and the precise moment sellers cross the line
Why the word "playbook" is the wrong mental model entirely, and what replaces it
A masterclass in trust-building from an AT&T store in Boston: how a $50 sale became a case study in the Trust Equation in action
The five operating principles that separate trusted advisers from everyone else
How Challenger, BANT, MEDIC, SPIN, and Sandler all fail in the same way under pressure, and what that failure looks like in practice
The 55 sub-factors Sandy measures across the four components of the Trust Equation
Why gamifying your trust score actually works, and ends up benefiting the customer, not just the seller
The 90/30 trust perception gap: why over 90% of sales reps believe they're trusted advisers while only 30% of their customers agree
What Sandy has taught Rowly about his own blind spots, including a real example of how he lost an investor in a meeting and what he changed afterwards
Why saying "I don't know" is a credibility asset, not a liability
How measurement of trust has gone from a $600 human analysis taking a week to a six-cent automated result in under two minutes
Gallup's estimate that improving meaningful feedback and trust-building could lift global employee engagement from 20% to 80% — an $8.5 trillion productivity uplift
Key Idea from This Episode
Trust isn't something you ask for or declare. It's something the other person gifts you, quietly, through their behaviour, especially when risk is on the table. It breaks down not when objections appear, but earlier: when pressure rises and we unconsciously shift from ally to accomplice. The fix isn't a better playbook. It's noticing yourself under pressure and choosing differently.
About Rowly Hirst
Rowly Hirst is CEO of Relate.us and has over 25 years of experience in consultative sales and account management in financial services. He began developing the thinking behind Relate.us in 2013 after a career taking CEOs and CFOs to meet investors, observing first-hand how poorly the industry measured what actually mattered in high-stakes relationships. Sandy, Relate.us's generative AI trust analyst, is built on the Maister-Green-Galford Trust Equation and measures trust objectively across 55 sub-factors, delivering results in near real-time at a fraction of the cost of traditional survey or human-review methods.
Connect with Rowly 🌐 relateUS.com 🔗 LinkedIn: Rowly Hirst
Connect with Marcus 🔗 LinkedIn: Marcus Cauchi 🌐 theinquisitorpodcast.com
Chapters
0:00 — Introduction & Rowly's background
2:34 — Defining trust as observable behaviour under uncertainty
4:07 — Ally vs accomplice vs adversary
5:28 — Why "playbook" is the wrong model
7:05 — The AT&T store story: trust in a 25-minute sale
9:45 — The five principles of a trusted adviser
12:46 — Where sellers cross the line from ally to accomplice
15:17 — What managers should stop coaching
17:17 — How Challenger, BANT, MEDIC, SPIN & Sandler erode trust
20:09 — What Sandy is and how it works
25:00 — The gamification effect
27:21 — The feedback people push back against most
31:00 — Self-awareness vs self-perception
32:31 — The 90/30 trust perception gap
33:47 — What would tank Marcus's trust score right now
37:50 — How Sandy's coaching evolves across meetings
38:07 — Inside the 55 sub-factors
40:27 — Vulnerability, credibility, and "I don't know"
44:23 — Why proposals fail when the buyer's voice isn't in them
45:34 — The cost of measuring trust: then vs now
47:23 — The $8.5 trillion productivity opportunity
48:24 — Rowly's advice to his 23-year-old self
If This Landed
Don't rush to agree or disagree. Spend the next few days paying attention. Notice when your curiosity drops. Notice when you try to rescue. And if you catch a moment where trust shifted, in either direction , we would genuinely like to hear what you saw.
Stay safe and happy selling.
March 24, 2026Episode 57254 min
Alex Buckles - Partnerships Without Fantasy: Why Your Channel Produces No Pipeline
The Honest Conversation Nobody Else Is Having
Every founder reads the analyst reports. Every sales leader nods along in the conference sessions. Partnerships are the future. Ecosystems are everything. Co-selling is the key to unlocking faster growth, bigger deals, and stickier customers.
And yet, ask those same founders and sales leaders whether they're actually banking on partner-sourced revenue to hit their number this quarter, and the answer is almost always the same: no.
Why? Because it's never been reliable. Because it's always been treated as a nice-to-have. Because nobody actually knows how to make it work.
That's the conversation this episode is built around. Alex Buckles has spent 20 years in enterprise sales, in the SAP ecosystem, the Adobe ecosystem, running and exiting two professional services companies, and figured out early in his career that if he wanted deal flow from partners, he had to earn it. That realisation eventually became Forecastable, a company whose only measure of success is pipeline production through co-sell motions.
What You'll Hear in This Episode
Why the instinct to hire a partnerships professional first is wrong
When a sub-150 person company decides to get serious about partnerships, the first move is almost always to bring in someone with a traditional partnerships background. Alex argues this is the wrong call, not because those people aren't valuable, but because what you actually need at that stage is proof of concept, not infrastructure. A junior AE or an SDR with the right playbook can prove repeatability faster and cheaper than six months of PRM setup and deal registration frameworks.
The co-sell door opener and why discovery calls don't cut it
The most powerful concept in this episode is what Alex calls the co-sell door opener: a high-value experience you invite the prospect into rather than a pitch you push at them. Think of it like a $5,000 event that the vendor covers, limited seats, relevant to a specific pain, designed to create genuine engagement rather than manufactured urgency. It doesn't feel like a sales motion because, done right, it isn't one.
The three types of value anyone ever sells
Fix something. Prevent something. Improve something. That's it. And when you're building co-sell plays, Alex argues the fix is almost always the most powerful place to start. If the prospect has a raging toothache, don't pitch them a one-year dental plan.
Why 60% of pipeline dies in no decision — and what's really behind it
Marcus and Alex dig into something most sales training doesn't touch: buyer safety. Not qualification. Not discovery. The deeper question of whether the person sitting across from you can actually afford, professionally, politically, emotionally, to make this decision. When you ignore that question, you end up with a pipeline full of deals that were never going anywhere, a constipated middle of funnel, and a close rate that would make any CFO reach for the antacids.
The second room problem
80 to 90 percent of the sale happens without you in it. The internal conversations, the allocation committees, the corridor conversations between stakeholders, none of that is visible to the vendor. Which means your champion has to carry your story, unedited and unaccompanied, into rooms you'll never see. The question isn't whether your deal is qualified on paper. It's whether every stakeholder in that buying committee would go to bat for you when you're not there.
What great partner enablement actually looks like
It's not onboarding decks and quarterly business reviews. It's getting in front of the frontline manager with a win story, asking for 15 minutes on their weekly team call, and showing up with something their reps can use in the field that week. Ghost-written outreach. Account development research. Win wires in shared Slack channels. Perpetual mindshare, that's what you're actually after.
Demos: mostly a waste of time
Alex's take on this is blunt. Once you've given a demo, the buyer has locked in their view of you. You've answered a bunch of curiosities, and they may ghost you. Save the demo for last. Use it to confirm the order, not to create one. If it won't change a stakeholder's decision, don't do it.
Three Takeaways You Can Use Tomorrow
1. Start with the interview, not the one-pager. Before you build any co-sell playbook, get the most trusted systems integrator in the room and ask them what makes them different. Real conversations produce better plays than merged marketing decks every time.
2. Know who owns the problem and who owns the outcome — they're almost never the same person. In most organisations, the partnership professional owns the problem but has no budget and limited authority. The sales leader owns the outcome but views partnerships as fluffy. Bridging those two people explicitly — not hoping it happens organically — is what gets deals done.
3. Ask yourself the second room question for every stakeholder. If this person were in a room with their boss right now and you weren't there, would they go to bat for you? If you can't answer yes with confidence, you've got more work to do.
About Alex Buckles
Alex is the CEO and co-founder of Forecastable, a professional services company that stands up partner programs and co-sell motions that produce measurable pipeline. With a background spanning enterprise sales, the SAP and Adobe ecosystems, and two exited professional services businesses — all built through co-selling — Alex brings a perspective on partnerships that is grounded entirely in what produces revenue, not what looks good on a slide.
🔗 Find Alex on LinkedIn or visit forecastable.com for published pricing and use cases.
About The Inquisitor Podcast
The Inquisitor is hosted by Marcus Cauchi and is built around one idea: honest, evidence-based conversations about what actually works in sales, go-to-market, and revenue leadership. No posturing. No vanity metrics. Just the real work.
If this episode was useful, share it with a founder or sales leader who's talking about partnerships but hasn't yet made them produce. That's who this was made for.
March 16, 2026Episode 57150 min
Why Buyers Don't Trust Salespeople - And What CEOs Can Do About It with Andy Hough
If you run a business with a sales team, this episode will make you uncomfortable. That's the point.
Marcus Cauchi and Andy Hough have a no-holds-barred conversation about why sales has become distrusted, what's causing it, and what founders and CEOs can actually do to fix it.
Andy has spent decades in the field, from Lloyds and Barclays to 16 years at EMC (now Dell), and has since sat through hundreds of hours of sales meetings as a researcher. He knows where the bodies are buried.
What we cover in this episode:
Why sales has shifted from a relationship-driven profession to a numbers and technology treadmill, and what that's costing you in customer trust, revenue quality, and staff retention.
How shareholder pressure flows down through leadership, management, and sellers, and arrives in front of your buyers as inauthenticity, shallow discovery, and unwanted pressure.
Why the best sales interactions are built on understanding how your customer makes money, protects margin, and carries risk, and why most sales teams have lost this entirely.
The 90-day productivity myth. Research puts it at 3.2 years for a salesperson to hit full stride. Most organisations churn people before they ever get there.
Why activity metrics destroy quality, and what the alternative actually looks like in practice.
The player-manager trap and why it almost always ends badly for the team, the manager, and ultimately the customer.
What sales coaching actually is, and why the gap between what managers think they're doing and what salespeople are experiencing is wider than most leaders realise.
Why seller psychological safety is as important as buyer trust, and how the wrong people keep getting promoted.
Why your CRM is aligned to your sales process and not your buyer's journey, and why that single misalignment is costing you deals you didn't even know you lost.
The case for sustainable sales: focusing on the 6-to-36 month pipeline where there's no competition, time to build real relationships, and room to become a trusted adviser rather than another vendor chasing a quarterly number.
The question this episode leaves every founder and CEO with:
Are the systems you've built designed to create trust with customers, or are they quietly destroying it in order to hit this quarter's number? And critically, does anyone in your organisation feel safe enough to tell you?
About Andy Hough
Andy Hough is co-founder of the Institute of Sales Professionals, a tireless advocate for sales as a profession, and a doctoral researcher studying the adaptability of salespeople and its impact on performance. He lectures at Cranfield University and is part of the Global Sales Science Institute. He has carried a target, led teams, and spent his career trying to return sales to what it was in its best form. A genuinely human, outcome-focused profession.
Connect with Andy on LinkedIn or visit the ISP at www.isp.uk.com
About Marcus Cauchi
Marcus Cauchi is the host of the Inquisitor Podcast and works with founders, CEOs, and sales leaders on decision safety, go-to-market alignment, and building sales organisations that create long-term customer value. He is currently completing a manuscript on the systemic compromises that accumulate inside sales cultures and the cost they carry.
Connect with Marcus on LinkedIn
If this episode resonated, share it with your CRO, your Head of Sales, or any founder who's wondering why pipeline feels harder than it used to. The answer is probably in this conversation.
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